Facebook said this week that they will no longer support Adobe Flash directly on the desktop news feed, starting September 30th. Facebook will be optimizing the mobile rich media experience going forward.
This move makes sense because the company is seeing 71% of all activity taking place on mobile devices.
In Q2 2013, Facebook reported that over 219 million of their users are mobile-only and that number is growing by about 30 million per quarter. The company is especially seeing a lot of mobile growth in developing countries.
“At this time, inline rich media only applies to desktop campaigns because these links use flash technology to expand directly from a Page post link ad within the News Feed experience. On mobile, rich media triggers an interactive HTML5 experience in a full-screen browser ? when a person clicks on the offsite link, they are taken outside of Facebook. This creates a frictionless transition without causing disruption within the News Feed, similar to that of a mobile-optimized landing page. I?ve attached a few examples of this mobile rich media experience to illustrate the functionality. Removing friction from the offsite transition on mobile is valuable for users and advertisers, and we will continue to allow rich media from Page post link ads on mobile devices,” stated a Facebook representative in a statement sent to InsideFacebook.com.